Beverages - Non-Alcohol

Diet and non-diet soda, coffee, tea, juices, milk, milk substitutes bottled water, sparkling water, etc.

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1997 GOLD

Obey Your Thirst

Since its inception, the "Obey Your Thirst" campaign has helped establish Sprite as the CSD category volume leader. Backed by a strong positioning, relevant advertising and a distinct and ownable look, Sprite is currently enjoying a momentum that is unparalleled, growing at a rate which significantly exceeds overall industry rates. The brand is the fastest growing CSD in the U.S., and is percieved as the brand of choice among today's teens. This is driven by the brand's personality which captures the essence of the teen mindset--it speaks to teens on their terms, in a voice that personifies the most relevant and meaningful values reflective of being a teenager today. As evidence of the campaign, Sprite has realized substantial volume growth (+29 in July) as well as significant gains in brand performance and advertising performance measures.

Brand: Sprite
Client: The Coca-Cola Company
Agency: Lowe and Partners/SMS
Language: English

1997 GOLD

Cools You To The Core

Cool From Nestea was introduced to grow the brand in an attempt to reverse Nestea's overall share decline and reinvigorate the brand. Consumer insights led us to the "Cool to the Core" campaign which carved out a meanigful point-of-difference (made cold) in a highly cluttered category. Establishing a unique brand personality for CFN as a different kind of tea was key to gaining the critical consumer trial (+166%) which translated to increased sales (+44%) and market share (+156%).

Brand: Cool From Nestea
Client: The Coca-Cola Company
Agency: Fallon McElligott
Language: English

1997 SILVER

Drink Pepsi. Get Stuff.

The "Drink Pepsi Get Stuff" campaign overwhelmingly achieved all marketing objectives establised for the brand, including driving Pepsi at a greater rate than Coke for the Summer season, despite Coke's enormous Olympic marketing efforts.

Brand: Pepsi
Client: PepsiCo
Agency: BBDO
Language: English